Title: Executive director of the Downtown Troy Business Improvement District (BID). Pihlaja studied business, journalism and art at the University at Albany.

Age: 37

Q: How long have you had this position?

A: Just started in February 2014

Q: How did your previous line of work bring you to where you are now?

A: I used to be the editor for Metroland, and I covered a lot of unique local stories and found so many of them in Troy. I was just so fascinated by the history, how it was experiencing the revitalization, the industrial history, the waterfront, and I was always drawn to the sight of the river. I was always just finding these great profiles, everything that excited a writer. I got to know the downtown life, all kinds of people, even people starting community gardens. When I found out that the position was available through a friend, he said I would be perfect for it. My background was business, and I just combined my interest in Troy, and my skill sets that I have accumulated. We're creating and highlighting a lifestyle here. I wouldn't have gone after this job in a search, but after thinking about it, it became a perfect fit. I was taken aback by it at first, but I love journalism and media, and I still utilize those skills every day. There is not a need to create Troy; there is a need to let more people know what we know and why we fell in love with the city. My appreciation for the city is not something you can study, but the whole marketing media component is and it's something that everyone needs, but not everyone understands. I inform others of businesses opening ... For me, it felt so good to come in and help these people, it's instant gratification. You're literally taking happy steps by making an impact in a person's life. These people likely invested everything they've had, and it's not easy to run a business. They say you were there and understood what I was trying to say. I think I am doing good for someone else. The crazy part about the situation is that people in publication (journalists) love deadlines and pressure because it encompasses different types of skill sets and different careers into one. I'm never bored or wanting something else to do. It's the same kind of energy I had when I was a news editor — you have to be involved and constantly connected. I love being involved in the community. If I see a streetlight out, I immediately go and report it and then it gets fixed, then I have had a direct impact on the community. I have the ability to change something and impact people in the city, which is huge satisfaction. I am seeing my work make an impact. Journalism gave me that same feeling.

Q: Where does your love of Troy come from?

A: The thing that made me buy my house here was the infrastructure and the architecture. I come from the military background and moved around every two years so I got to see new cities that most of my friends never saw. I was intrigued. You start to meet the Trojans, new and old, and they tell you stories of the 1950s when the sidewalks were packed from being so busy. This city that was the richest city in the world at one point, and like all other wealthy cities there was a fall and those people remember those decades. There were a lot of retail and department stores. Even though we weren't manufacturing, we were still producing. It was bustling. Now you have a city with all that history coming back up finding their niche with different companies moving here. People are getting excited. As a writer, I find that story of the rise and fall and how the loyal people who have stayed here attract me. I heard someone once say that there's a soul here to Troy; a city with a soul and a human element that you can't find in another city. I want to hear the success stories and be a part of it and implement those changes. Where else can I find the hands-on excitement? I'm in Troy at the perfect time. It's a time to make a name for ourselves. Weather-wise send me to Seattle. I'm from the Midwest. Something about industrial cities, brick and iron, I love it, that's my aesthetic. It's nostalgic and romantic, it's beautiful, it's not bland, and we're attracting the artists and innovators. Major companies are using the city as benefits, and as selling points to take a break and go walk downtown. We have a great downtown and quality businesses.

More Information

A: One will be 7 at the end of the month and the other is 5.

Q: Do you find yourself serving as a role model for them by succeeding in your career(s) and helping Troy grow?

A: My daughter thinks it's so cool I get to work with the mayor. She's so proud of it. There's a crazy story, a while back I was in production working for myself and got hit by a car, I broke eight bones and wasn't sure how I would recover, and that's when I made journalism my full-time focus. I'm a single mom as well, and what I'm showing my girls is that there's nothing in life you can't go after and handle. I tell them you have to work hard and put the time in and work towards what you want. Don't be afraid to make changes. They love coming to the office and even made a sign of what the BID does. It says 'you come to us with your problems and we help you.' I'm showing them that life isn't easy but you can get what you need out if it. They love coming down to the farmers market, too. They couldn't believe that you could walk up to a stand and buy a hot dog. I wouldn't raise my daughters in New York City, but I'm giving them city experience that's affordable and less busy.

Q: What are some challenges you face in your job?

A: My organization is way smaller than anyone realizes. I'm the only full-time employee. It's frustrating because there are things we do well, but we're low on resources, so sometimes we have to pick and choose. We could make things 10 times better with more resources. Our district is so diverse, how do you answer to everyone's needs? I work on that every day.

Q: What was your dream job when you were a kid?

A: I wanted to be in a profession where I could help other people. I loved business; I tried to start a lottery or a paper route. I would walk to the bank every day at 11 a.m. and deposit $2 in my passport account. I always took photos. I wanted to be a lawyer and help people and work for organizations for pro-bono or social work, and I always liked to argue. Career-wise no one is selling you packages on being a community activist, but by being a photojournalist, you are essentially a community activist. I always wanted to get into a situation where I could help people who couldn't help themselves.

Q: What is the best part about your job?

A: I get to be face to face with so many different types of people. People opening their first business in their 20s and I'm able to watch their dreams happen. Or people who have had businesses forever and are just moving locations, so I'm present for the ribbon-cuttings. I just love being a part of someone's life. When I was a photographer I would shoot weddings, and just to share that day with the bride and groom and families was spectacular. We don't often give enough credit for people putting their lives on the line to open a business. There's a responsibility to my job but also an enjoyment of being a part of their life moment. We get to make the street look picturesque, I like dressing the street, but we also get to be a part of the community and these people's lives.

Q: What is a typical workday like for you?

A: I meet with different media people, and I'm the press person of our office and marketing. Right now, I'm heading up to town hall to file paperwork for a liquor license. We have a random list of things that is interesting. I was hanging up flower brackets and sending out press releases for business openings. Our office acts as a visitor center because we don't have one, so people stop in to ask where should they eat and shop, etc. I have a long list of job and duties. My resume will be so strange at the end of this job, but it all makes sense. My job experience has increased tremendously. My days are very busy and varied and sometimes very strange, but I love it. There are so many days where I'm like 'How can it be 5 p.m. already?' I've had jobs where you watch the clock, but now I'm like, 'Why can't there be more time?' I am very happy now. This has been interesting.

Q: How do you approach the fact that some people flat out dislike Troy or think it's a dirty city?

A: I'm finding the negative less and less. I bought my house in 2007 and lived in Albany before that, I didn't come across the river to hang out, I came to take photos. I'm walking around downtown seeing my friends from Center Square in Albany in bars here. I think the negativity is going away. It's important to remember that we are a city and we do a very good job keeping the streets clean and upkeep the quality of life. I don't see a dirty city; I see a gorgeous cafe with outdoor dining and packed streets with people about. I love the urban lifestyle. If you've never been in a city, you may come to Troy and think this is too much. It's not an overwhelming city. We're a city and we're getting busier and busier with success. We focus on the housekeeping of the district, it makes a psychological impact. With a population trend, people want the smaller city lifestyle. I did New York City for a while, and I love to go visit, but I couldn't stay there. I love knowing I can jump on my bike and head to Brunswick to rolling countryside. I can enjoy the river and not look at a population of cars. If you don't like Troy that's on you, but there are so many people heading here.